Disrupt. Delight. Drive. Three words that, together, form a mandate for our catalogs. From crowded mailboxes our books need to stand out and garner attention; pay off that attention with content that creates desire, and – ultimately – compel our customers to click, call or visit. It’s a tall order. And that first piece, Disrupt, […]
Disruptive Catalogs: Part 6 If you’ve been following J.Schmid’s blog posts recently, you’ve already enjoyed reading about the many ways to make your catalog stand out, from show-stopping covers to using devices that invite interaction. But what about rethinking the very construct of your catalog? What about developing a mix-it-up strategy? We know the traditional […]
Familial, Authentic Sunnyland Farms If you’ve never had the delicious pleasure of curling up on the couch with a Sunnyland Farms catalog, you’re really missing a treat. Sunnyland Farms is family-owned and started as a mail order company in 1948, providing gourmet Georgia Pecans, Nuts, Chocolates, Dried Fruits, Candies and assorted gifts. Now, they’re online […]
Olive & Cocoa: Draw Your Shoppers In I’m a sucker for an illustrated cover, even when I’m not in the target audience – J. Peterman, Duluth Trading Company. There’s something about the artisanship, timelessness and unique look that calls to me and makes me want to see what’s behind it. At J.Schmid, we like to […]
Duluth Trading Company It’s my turn to chime in as part of our critique series, where we assess catalogs with an eye for the “Three D’s: DISRUPT, DELIGHT and DRIVE. Does the catalog stand out and grab my attention (Disrupt)? Does the book engage me somehow (Delight)? Does it encourage me to go online or […]
Part 3: Personalize Your Catalog Covers Big data. Net Promoter Scores. Customer Models. There is a lot of information out there. And if we’re doing our jobs correctly, we’re referencing multiple audience indicators to inform our marketing every step of the way. Especially with digital. We can react quickly to customer behavior; turn on a […]
Well, it’s (finally) 2021. As we crawl carefully, still masked, out of the shadows of 2020, there is still much unknown. One trend I’m trying to understand is which way the external agency vs. in-house team pendulum will swing. Some suggest that the multilayered crisis that was 2020 now has in-house teams shrinking due to […]
Part 5: The Art of the CTA Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to […]
PART 3 : B2B SUCCESS The following article is part of an ongoing series from J.Schmid with the critical elements and insights you need to strategize, execute and launch successful omnichannel campaigns. Watch your email and follow #CampaignBuildingBlocks on social media to keep up with the full story. When we first think of brand campaigns, what […]
